As intangible experiences are crucial for approach tendencies toward a destination, this research proposes the CI-MI-R framework linking cognitive image (CI) to response (R) via mental imagery (MI). Cosmopolitanism, escapism, and cognitive thinking style are examined as moderators in the relationship between cognitive image and mental imagery. Two studies from USA and Germany confirmed the role of mental imagery as a mediator between cognitive image and tourist response. The three segmentation-based moderators decrease the strength of the link between cognitive image and mental imagery, suggesting that targeting tourists, who are low (high) in cosmopolitanism, escapism, and cognitive thinking style, with cognitive images will be more (less) effective in increasing their mental imagery of the destination and subsequently approach responses.

由于无形体验对于到达目的地的倾向至关重要，因此本研究提出了CI-MI-R框架，该框架通过心理图像（MI）将认知图像（CI）与响应（R）链接起来。大都会主义，逃避现实主义和认知思维方式作为认知形象与心理形象之间关系的调节者而受到检验。来自美国和德国的两项研究证实了心理意象在认知意象和游客反应之间起中介作用。这三个基于细分的主持人降低了认知意象与心理意象之间的联系强度，这表明针对具有大都会，逃避现实和认知思维方式的（低）低（高）的游客，使用认知意象会更有效（较差）。在增加他们对目的地的心理印象并随后做出回应的过程中。